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The gym has also found that the majority of its audience comes from sports (particularly college sports) and, among others, music platforms focused on points of interest such as health and wellness. To reach this new, younger audience, Orangetheory put its AI insights to work in December with a television and social campaign called "More Orangetheory, More Life," which plays on the idea that more time is spent at Orangetheory, the more lively you will have in life outside the gym. “With artificial intelligence we are able to know enough about the behavior of, say, a 27-year-old woman in Chicago to give her a message that will resonate more deeply with her,” Keith said.

We are learning not to be too dependent on Facebook: we have seen a drop in performance when their algorithm has changed, which we are monitoring. This is why it is important to do brand storytelling outside of Facebook and leverage PR and content integrations web designs and development service on our website". When Keith joined Orangetheory in February 2017, the gym relied primarily on Facebook retargeting and word of mouth for its brand awareness. But Keith, who previously worked as chief strategy officer at JWT Atlanta and as a brand strategist at Coca-Cola, saw how artificial intelligence.



Was starting to permeate the market and thought about introducing it to the American fitness brand. As such, from July to October, Orangetheory conducted a series of analytics tests to understand exactly how the new platform would impact the company's lead generation, which is especially important for filling gym locations. Orangetheory is pleased with the results and is confident that the platform will continue to pay dividends. Orange theory's belief in the power of AI is reflected in its $18 million marketing budget , three times larger than its 2017 budget.